Dive Brief:

• Google Shopping Express, Google Inc.’s same-day delivery services, has been available in the San Francisco Bay Area since March and has now expanded to parts of Los Angeles. 

• The Los Angeles trial will begin with Google employees in Santa Monica.

• A dozen-plus retailers participate in Google’s Shopping Express service from San Francisco to San Jose, including Costco.com, Toys “R” Us, Target, Walgreens, and REI. No word yet on which retailers are participating in Los Angeles.

Dive Insight:

Sure, it’s really still just an experiment. But Google’s Shopping Express same-day delivery service is spreading through California — first San Francisco, now Los Angeles. The same-day service, though still limited to just a dozen or so retailers and in L.A. just for Google employees for now, could nevertheless be a sign of things to come. While Amazon last week made a splash with its patent to make deliveries before they’re ordered, Google Shopping Express is actually a reality. Look for more stories like these that continue to put pressure on retailers to shrink delivery times.